Rascasse Audience Intelligence

Vegemite Target Market in United States

A data profile of the people who buy, follow and care about Vegemite in United States — modelled from more than twelve digital signal sources. Vegemite has an estimated audience of 814,169 people in United States.

#2791among Brand in United States#1510in Food & Beverages

The average Vegemite fan in United States is 34.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Toriko, Aerolíneas Argentinas, Executive suite, with strongest over-indexing on Toriko (587.33× the country average).

Demographically, the Vegemite audience skews more female with an average age of 34.6, and over-indexes on personality traits such as Indulgence, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Vegemite fan in United States is more female, around 34.6 years old, with strong Indulgence tendencies and a notable affinity for Toriko.

Category: Food & Beverages · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Vegemite profile in United States.

Audience size
814K
in United States
Gender
60.3%♀
39.7% male
Age
34.6
average years
Country rank
#27151
Brand in United States
Fig. 01

Search interest · 12-month trend

+71%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Vegemite

60.3% are female, 39.7% are male, average age 34.6.

Fig. 02

Gender split

60.3%
Female
39.7%
Male
Demographic split for Vegemite audience in United States
MetricValue
Female60.3%
Male39.7%
Average age34.6
Estimated audience size814,169
Fig. 03

Age distribution

Ø 34.6
average years
Age distribution of the Vegemite audience in United States
Age bracketShare%
16-1931%
20-2921%
30-3920%
40-4918%
50+10%
Fig. 04

Worldwide distribution

29.8%

of the worldwide Vegemite audience comes from United States.

Worldwide audience distribution share by country for Vegemite
CountryShare
United States29.8%
Australia15.6%
Canada3.9%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Vegemite audience in United States is strongest.

Fig. 05

Top regions by affinity

Vegemite customers by region in United States
#RegionReachAffinity×
01Alaska~2K1.32×
02Hawaii~4K1.29×
03Maine~3K1.19×
04Idaho~4K1.18×
05Utah~7K1.17×
06Washington~20K1.16×
07Montana~2K1.16×
08Oregon~9K1.14×
09New Hampshire~3K1.12×
10Minnesota~10K1.11×
11Wisconsin~10K1.10×
12Vermont~1K1.10×
13North Dakota~2K1.09×
14Nebraska~4K1.07×
15West Virginia~3K1.04×
16Oklahoma~8K1.03×
17Iowa~6K1.03×
18Missouri~10K1.02×
19Arkansas~6K1.02×
20Pennsylvania~20K1.01×
21Michigan~20K1.00×
22Massachusetts~10K1.00×
23Colorado~10K1.00×
24Kansas~6K1.00×
25South Dakota~2K0.99×
26Ohio~20K0.98×
27Virginia~20K0.98×
28Arizona~10K0.98×
29Tennessee~10K0.98×
30Indiana~10K0.98×
31California~70K0.97×
32Kentucky~8K0.96×
33North Carolina~20K0.95×
34Illinois~20K0.93×
35South Carolina~10K0.93×
36Connecticut~7K0.93×
37Texas~50K0.90×
38New York~40K0.90×
39Rhode Island~2K0.90×
40Alabama~9K0.89×
41New Mexico~3K0.89×
42Florida~40K0.87×
43New Jersey~20K0.87×
44Nevada~6K0.87×
45Delaware~2K0.87×
46Georgia~20K0.86×
47Washington, District of Columbia~2K0.84×
48Maryland~10K0.83×
49Louisiana~7K0.82×
50Mississippi~5K0.79×
Fig. 06

Affinity by region

Affinity by region — Vegemite, United States
0.79×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Vegemite audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vegemite audience
#·InterestCategoryAffinity×
01Axel KicillofPolitics & Society1012.17×
02Cristina Fernández de KirchnerPolitics & Society672.45×
03Aerolíneas ArgentinasTravel & Leisure643.67×
04Executive suiteMovies & TV608.32×
05TorikoLiterature587.33×
06Sara Lee DessertsFood & Beverages565.47×
07Dinner DateMovies & TV519.56×
08La Maison du ChocolatFood & Beverages442.65×
09Charms Blow PopsFood & Beverages390.79×
10Resident Evil: The Final ChapterMovies & TV351.70×
11DjerbaTravel & Leisure296.99×
12Ryan HigaInternet & Social Media280.73×
13PlanescapeGames229.29×
14Roman AtwoodInternet & Social Media223.31×
15tootsie popsFood & Beverages207.77×
16AlfajorFood & Beverages203.96×
17Steven AdamsSports199.83×
18Julia ChildFood & Beverages86.54×
19Cocoa solidsFood & Beverages84.51×
20Designer labelFashion & Accessoires62.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vegemite audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Vegemite audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY3.41×
Design AffinityPREMIUM1.62×
MindfulnessBALANCE1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vegemite audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.81×
Social Media UsageJOY0.85×
TraditionCONSERVATISM0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Vegemite's target market in United States?

Vegemite's target market in United States covers an estimated 814,169 people, concentrated in California and Texas.

02

What is the gender split and age of Vegemite customers?

60.3% of the Vegemite audience are female, 39.7% are male, with an average age of 34.6 years.

03

Which brands do Vegemite fans like most?

Vegemite fans show strongest brand affinity for Toriko (587.33×), Aerolíneas Argentinas (643.67×), and Executive suite (608.32×) over the country average.

04

Where do Vegemite fans live in United States?

Vegemite fans in United States are most concentrated in California (reach ~70K), Texas (reach ~50K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Vegemite fans also like?

Beyond Vegemite itself, the audience over-indexes on Aerolíneas Argentinas (643.67×), Executive suite (608.32×), Cristina Fernández de Kirchner (672.45×), and Charms Blow Pops (390.79×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in United States

See Vegemite audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Vegemite. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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